集群区域品牌锁定效应量表开发与检验——以中国白酒金三角(川酒)为例

Development and Test of Regional Branding Lock-in Effect Scale: The Golden Triangle of Chinese Liquor(Sichuan Liquor) as a Case Study

本文以中国白酒金三角(川酒)产业集群为研究对象,旨在探究和界定阻碍区域品牌形成和发展的锁定效应因素,并开发一套定量测量量表。在整理有关理论文献并结合研究小组对集群品牌开放式调查和对企业管理层深度访谈基础上,本文对搜集的原始资料进行了规范的质性编码分析,提出集群区域品牌锁定效应的内容维度,并以此设计初始题项。通过发放问卷搜集调查数据后,利用信效度检验剔除相关度较低的测量项目,确定了由3个维度、14个测量题项组成的正式量表。经过探索性和验证性因子分析进一步证明,该量表具有较好的单维性和可靠性,是一个稳定有效的测量框架。本研究为集群区域品牌锁定效应提供了测量工具,填补了品牌化理论在产业集群方面的研究缺口。

This paper takes the industrial cluster of "the Golden Triangle of Chinese Liquor(Sichuan liquor)" as the research object, using a mix of the qualitative analysis method and the scale development test method, aims at exploring and defining the lockin effect factors that hinder the formation and development of regional branding, and develops a set of quantitative measurement scales suitable for the situation in China. Based on the work of literature review, combined with the research group’s open survey to the regional branding and the results of the in-depth interview, researchers made a standard qualitative coding analysis of the collected original data, established a measurement model of regional branding lock-in effect, and further verified the saturation of the measurement model with other regional brands, proposed the content dimension of regional branding lock-in effect, and designed the initial items accordingly. Through organizing experts to discuss and modify the accuracy and completeness of the initial measurement items one by one, and after issuing questionnaires to collect survey data, using reliability and validity test to eliminate the measurement items with low correlation, a formal scale consisting of 3 dimensions and 14 measurement items was determined. Finally, through exploratory factor analysis and confirmatory factor analysis, it is further proved that the scale has good single dimension and reliability, and is a stable and effective measurement framework. The contributions of this study are as follows: through the qualitative analysis of sample enterprises’ field research and existing research data, a measurement model of regional branding lock-in effect is constructed. Based on the measurement model, the corresponding measurement scale is further developed, and the analysis framework of regional branding lock-in effect is revised and validated, which provides a measurement tool for regional branding lock-in effect, and fills in the research gap of brand theory in industrial cluster.